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CA. Building Performance Contractor’s Assn.
Residential Energy Efficiency
CASE HISTORY: CALIFORNIA BUILDING PERFORMANCE CONTRACTOR’S ASSN.
PROBLEM: In 2003, CBPCA -- a state-sponsored Energy Star program that trains building contractors in energy efficiency technology -- was adrift and rapidly burning money. With continued funding in jeopardy, Kevin was asked to step in and turn the program around.
SOLUTION: Kevin developed a detailed 30-page marketing plan and tight budget, which he delivered in less than two weeks. Included were comprehensive positioning, branding, creative and marketing strategies. The result: The Health House Inspection Cures Homesickness.
The "Healthy House" positioning placed the program above and apart from the simple energy audits offered by utility companies, while ‘homesickness" suggested a problem that penetrates consumer indifference.
Radio commercials were on the air the next week, and newspaper ads soon followed, as did a 7-minute promotional video.
RESULTS: Within three months, the program was generating more leads than the contractors could handle. The Public Utilities Commission was impressed enough to refund the program for an additional two years!
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